The US$2.5-billion tally assumes all of the rooms sold via OTAs during 2010 would instead be sold on brand.com or property direct. That number does not include the costs associated with booking on the brand.com or property-direct channels. The booking study, for which finalized data will be published in September by the HSMAI Foundation, was the focus of discussion Wednesday during a general session at the Third Annual Hotel Data Conference, held at the Gaylord Opryland Resort & Convention Center in Nashville, Tennessee. The report aims to analyze the costs and benefits of various distribution channels, such as OTAs, brand.com, voice, property direct and GDS. Hotel roomnights booked through OTAs accounted for 9.8% percent of total U.S. demand during 2010, said Steve Hood, senior VP of research for STR, the parent company of HotelNewsNow.com. Brand.com was the most dominant booking channel, accounting for 17% of all roomnights booked, followed by voice/central reservation system (13.7%), the aforementioned OTAs, and GDS (7.9%), among others. Get the full story at HotelNewsNow.com